@UXLondon: @louisrosenfeld wants to ban "redesign", replace it with "refine". 90% agreed, iterate/evolve FTW. However, sometimes a redesign is necessary, e.g. you can't refine a pile of crap into something beautiful. Whether visual, interaction, experience or otherwise, advocating such an absolutist "no redesigns" position is a bit narrow-minded / throwing-baby-out-with-the-bathwater IMHO. Much better would be to explain both *why* refining is more appropriate in general *and* some specific cases *when* a redesign is likely to be necessary.